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Top Market Strategy by Elizabeth Rush Kruger

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6.1 Conduct Survey Research With Customers

The initial steps of profitability segmentation are similar to survey research with customers. These steps involve interviewing a few diverse customers, creating a customer survey, surveying customers, and analying their overall responses. Part IV and the Appendices demonstrate each step of profitability segmentation with a case example about JetSpray, a fictitious brand of personal watercraft (PWC). For example, the first three chapters in Part IV illustrate the initial steps through fictitious survey research with JetSpray customers. If you are interested in the details, Appendix 1 describes overall JetSpray customers, Appendix 3 specifies the Excel keystrokes that created this report, while Appendix ...

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